線上消費者社群為聚集人們分享共同的興趣以及與其他人互動的一個虛擬空間，現今已經成為企業行銷的另一種重要溝通媒介，社群之運作與發展也極度依賴成員之參與和貢獻。因此，本研究參考組織公民行為以及組織－個人適配理論，探討社群成員之參與行為，以及參與行為之前置因素。依據過去文獻，本論文將消費者在線上社群之公民行為區分為「幫助行為」、「回饋行為」、「口碑推薦行為」，並主張社群氣候以及社群中其他消費者所展現之公民行為會激發個人展現對社群的公民行為；此外，當個人與社群特性適配度越高時，越可能展現公民行為。本研究採用問卷調查法，針對國內53個線上休閒社群發放電子問卷，共回收有效問卷500份。統計分析結果顯示，親和、創新、獎勵的社群氣候，以及親和的個人與社群特質間適配度對「幫助行為」有正向顯著影響；親和、創新、獎勵的社群氣候，親和個人與社群特質間適配度，以及交換意識型態之調節作用皆對「回饋行為」有顯著影響；他人之公民行為以及親和的社群氣候對「推薦行為」有正向顯著影響。最後本研究針對研究結果，提出誘發社群成員的幫助行為、回饋行為、推薦行為的預測變數的管理意涵與實務建議。 Online community of consumption is the cyberspace in which people share common interest and interact without actual physical contact. It also becomes one major marketing channel through which consumers communicate with the firms and other consumers. The operation and development of online communities of consumption, however, rely heavily on the participation of the participants. Drawing on organizational citizenship behaviors and organization-person fit theory, this study conceptualized consumer citizenship behaviors into helping, providing feedback, and recommending to others. It is also predicted that citizenship behaviors of other consumers in the same community, the climate of the community, and the fit between consumers and the community climate will positively affect the exhibition of consume citizenship behaviors. A survey was distributed in various leisure and recreation online communities and the final sample consists of 500 participants. The results indicate that the perceived climate of the affiliation, innovativeness and rewarding as well as the fit between individual agreeableness and the climate of affiliation have increased customers’ tendency to help and to provide feedback. Individuals’ exchange ideology moderates the relationship between others’ citizenship behavior and customers’ tendency to provide feedback. Additionally, others’ citizenship behavior and community climate of the affiliation increases the customers’ tendency to recommend the community. Finally, discussion and implications are provided based on the research findings.
